In January 2020, I discovered Clickfunnels.

I’d been involved with online entrepreneurship before (created and ran a blog in 2016-2017, studied blogging, course creating, and online marketing/sales ever since) but this was my first experience with a truly glamorous approach to online business.

I was a young single woman still living with my parents and trying to figure out how to make enough money to move out. 

I had big dreams (and big fears). 

I was swept away with the promises of fast money and only being One Funnel Away, and I dove in head first with the One Funnel Away Challenge.

When that didn’t make any money (shocker…), I felt like a failure. I was losing money paying for the software every month which made me even more desperate to make it work.

I felt like I had a box of puzzle pieces but I’d lost the big picture of what the puzzle was supposed to be. I was taking my box around to everyone I looked up to, asking them what they thought my puzzle was about. 

But instead of taking the time to actually help me, they all said “Here, I think my piece would go good in your puzzle” and kept dumping more things into the mix.

Everyone was running some kind of course or coaching program, so I tried to “be the type of client I wanted” and “acted on faith” by scraping together enough for the down payments, hoping against hope that what they promised to teach me would work that time and make the money I’d need to finish paying them.

But none of them did.

I dropped out of all of them - some of them dropped me. I felt even more like a failure, and a liar on top of it. 

I got up early and stayed up late. 

I drank the kool aid, burned the midnight oil, hustled, sacrificed time with my family, didn’t listen to the naysayers and “normies,” maxed out my credit cards, and jumped without a safety net straight into the deep end.

And I drowned.

The problem was not me. 

The problem wasn’t even all the gurus and experts and marketers (although I wanted to blame them for a long time.)

The problem was that the entire system of business they were teaching wasn’t built on the universe’s operating principles.

Clickfunnels and all the other experts in their ecosystem preach a “get rich quick” sort of business. They’re not outright scamming - their programs did work for them and (ostensibly) their star students - but they’re also not telling the whole truth.

Their marketing style centers around flamboyant but vague income claims, the promise that it’s easy, and that “so-and-so” made $XXX in a ridiculously short time frame.

Logically, there’s nothing wrong with that. They have to be vague about income claims or the FTC will fine them. If they promise that it’s hard, people won’t be excited.

But while they don’t actually GUARANTEE that you’ll “make $XXX in a ridiculously short time frame,” all of their sales copy is designed to give you that impression… because that sells. However, it’s been my experience that it sells wildly false expectations that lead to wildly confusing and disheartening results.

The proof is in the pudding.

When I used their recipe, my pudding was a dismal failure. The majority of people that were trying to “make it” using that same recipe were also experiencing dismal failure. 

While it may have worked for the gurus for a time, a lot of them have faded or disappeared altogether; and the ones that still are around aren’t making their money with the system they’re teaching people.

This is not against any one company or marketer: I’m pointing out that the entire system that all those people are using is fatally flawed at the core.

Avocado Entrepreneur is my experiment striving to provide an answer to that flawed theory.

My goal is to answer the questions and solve the problems I experienced while doing it “their way.”

Core Assumptions

Field Experiment Scope

I plan to apply, test, and prove principles and frameworks from the following disciplines:

Experiment Details

Each test will be conducted on myself and the businesses I am building from scratch in conjunction with this experiment.

These tests will be structured as projects (“Campaigns”) with specified criteria for execution (“Missions”) and clearly defined results to be achieved (“Achievements”).

In reporting the conclusions of these tests, I will clearly explain the principle I am testing, briefly how it is applied in the source discipline, how I chose to apply it in my business, the results of that experiment, and any iterations I plan to make in the future.

Frankly, it would be a giant pain in the ass to try to create TWO new businesses (one the online marketers’ way and one my way) simultaneously in order to plausibly prove cause and effect. 

So I’m not gonna. 

If you decide to follow this journey and experiment, please remember that all information I share is subjective to my own presuppositions and biases and I am not claiming in any way to be the “Expert.” 

In fact, far from claiming to have found The Way, most conclusions I share will immediately change based on results from following iterations. I prefer for you to think of me as a Loveable Nerdy Scientist and Professional Guinea Pig (kinda like Tim Ferriss… but less crazy).

You are welcome to implement any and all of my findings, as long as you completely understand and agree to the following: